As a seasoned quallie (and Sonder's Qualitative Director), I used to be a stringent believer that in-person focus groups and depths were the only way to go. Face to face or nothing!
Covid, lockdown and the proliferation of online meetings has forced me to confront that view, and come up with frameworks for how to work with, rather than against, online conversations; finding the strengths in that medium. Here I chat with the wonderful Lizzie about when and how I think face-to-face and online can best be leveraged to our advantage.
Sonder is a full-service agency with expertise in brand, audience and creative research.
Award-winning market research agency for actionable, human-centric insights
